Whether you are pounding the pavement to get in front of prospects or on the phone to set appointments, you are familiar with the term ‘gatekeeper’. This is the person whose job it is to screen calls or visits to the decision maker. These skilled individuals make it very tough to get through to the decision maker unless you incorporate the right approach.
- Always start at the top. Before you get started, know the name of the decision maker that you want to reach. Aim high. Managers often won’t make a decision without upper management’s approval.
- Keep the right perspective. The gatekeeper is not an enemy; but they are also not your friend. They are just doing their job – managing the demands on the decision makers time. They are trained to keep salespeople from getting through the gate.
- Have the right mindset. Clear your head. Visualize yourself as someone who would be put through. Remember that your conversation with the decision maker is the most important call that they will get today.
- Have the right tone and approach. Whether you get through the gatekeeper has a lot to do with your tone. Be direct and business-like with an expectation that you will get through the gatekeeper and connect to the decision maker. It could go something like: “This is Jeff to speak to (Decision Maker’s name). Is he/she in?”
- Do not pitch the gatekeeper. By selling to the gatekeeper you are setting yourself up for “thank you, but we are not interested”. Many salespeople make this mistake but it only ends in shutting you down.
- Take control of the conversation. The gatekeeper will ask certain questions to disarm you: who are you, where are you from, what are you selling, is the decision maker expecting you. Break the pattern. Pose questions to the gatekeeper such as, “I’m not sure (decision maker) is the right person to talk to, can you help me?”
- Always ask for decision maker’s email. Ask the gatekeeper for the decision maker’s email address. Send the decision maker information by email. Then when you call back and the gatekeeper asks you what it is in reference to, use the follow-up to the correspondence as the reason to speak to the decision maker.
- Never leave a message with the gatekeeper. Your first preference is to leave a message on voice mail for the decision maker. If that is not possible, leave your name and number with no detail (not even your company name) with the gatekeeper. Follow-up with an email to the decision maker with a subject line: Message with Receptionist (or use their name) and “a curious message”. Raise their curiosity so they will call you or take your call. Don’t give your company name or sales pitch.
- Keep your goal in mind. It’s important to get through to the decision maker. Don’t give up. To reach the decision maker by phone directly, ask the gatekeeper when the best time is to reach the decision maker. Or vary your calling times – try calling before 9 am, after 5 pm or during lunch hour.
- Practice, practice, practice. Take these techniques to heart, learn them, practice them and test them. Try variations until you find the one that works for you. Do it often so it is sounds natural.
Most salespeople see gatekeepers as barriers to getting appointments. The right training, approach and attitude can change all that.
